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Corporate social responsibility and international students mobility in higher education

S. Mostafa Rasoolimanesh (Sustainable Tourism Impact Lab and Centre for Research and Innovation in Tourism, Faculty of Social Sciences and Leisure Management, Taylor’s University, Subang Jaya, Malaysia.)
Azadeh Shafaei (School of Business and Law, Edith Cowan University Centre for Work + Wellbeing, Edith Cowan University, Perth, Australia.)
Mehran Nejati (School of Business and Law, Edith Cowan University Centre for People, Place and Planet, Edith Cowan University, Perth, Australia.)
Poh Ling Tan (Department of Advertising, Xiamen University Malaysia, Sepang, Malaysia.)

Social Responsibility Journal

ISSN: 1747-1117

Article publication date: 28 March 2023

Issue publication date: 20 October 2023

343

Abstract

Purpose

Building upon the attribution and brand resonance theories, this paper aims to investigate the effects of perceived corporate social responsibility (CSR) in higher education institutions on brand reputation, trust, equity and loyalty.

Design/methodology/approach

The data for this study were collected from international students of one public and one private university in Malaysia. Partial least squares-structural equation modelling was applied to analyse the data.

Findings

The findings revealed very strong effects of perceived CSR on brand reputation and trust. Moreover, the results determined the positive effects of brand reputation and trust on brand equity and loyalty. Additionally, findings support the positive indirect effects of perceived CSR on brand equity and loyalty through brand reputation and trust.

Originality/value

This study provides unique theoretical and practical contributions which can inform countries how to attract international students, particularly in post COVID-19 era.

Keywords

Acknowledgements

The authors would like to extend their appreciation to Taylor’s University, Malaysia, to fund this paper under the Taylor’s Internal Research Grant Scheme – Emerging Research Funding Scheme (TIRGS-ERFS) (Grant no. TRGS/ERFS/2/2018/SOC/011) that makes this paper possible.

Citation

Rasoolimanesh, S.M., Shafaei, A., Nejati, M. and Tan, P.L. (2023), "Corporate social responsibility and international students mobility in higher education", Social Responsibility Journal, Vol. 19 No. 9, pp. 1632-1653. https://doi.org/10.1108/SRJ-12-2021-0505

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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